Galaxy A56 5G will be a hit in 2025 in Europe. Samsung and Apple are still in the lead
Samsung and Apple dictate the terms
In 2025, 134.2 million smartphones were delivered to customers in Europe. This result is 1% lower compared to the previous year. The decline was due to lower demand and new regulations regarding eco-design and the introduction of the USB-C standard.
Samsung maintained its market leadership position. The company shipped 46.6 million devices. The most popular model in Europe turned out to be Samsung Galaxy A56 5G (our test). Good results were also supported by sales of the budget Galaxy A16 model.
Apple took second place with 36.9 million phones shipped. The Cupertino giant grew by 6% and achieved a record 27% share in the European market. The iPhone 16 models and the Pro Max versions of the 16 and 17 series were the most popular. The results were influenced by the iPhone 16e model, which replaced older devices withdrawn due to the lack of a USB-C connector.
Reshuffling in the ranking of producers
Third place in the ranking was taken by Xiaomi with a share of 16%. The company delivered 21.8 million devices. The manufacturer focused on the development of the Redmi series and opening new stationary showrooms in Europe.
Motorola retained fourth place, although its sales fell 5% to 7.7 million units. However, the brand recorded a strong recovery in the second half of the year. Good sales dynamics were visible especially in Poland, Italy, Spain and Great Britain.
For the first time, the Honor brand was among the top five largest suppliers. The company shipped 3.8 million smartphones, up 4%. Its success was ensured primarily by the affordable X series.
European smartphone market in 2025
| Supplier | 2025 | 2024 | Change year to year |
||
| Size supplies |
Participation in the market |
Size supplies |
Participation in the market |
||
| Samsung | 46.6 million | 35% | 46.4 million | 34% | 0% |
| Apple | 36.9 million | 27% | 34.9 million | 26% | +6% |
| Xiaomi | 21.8 million | 16% | 22.2 million | 16% | -1% |
| Motorola | 7.7 million | 6% | 8.0 million | 6% | -5% |
| Honor | 3.8 million | 3% | 3.7 million | 3% | +4% |
| Others | 17.4 million | 13% | 20.9 million | 15% | -17% |
| TOGETHER | 134.2 million | 100% | 136.1 million | 100% | -1% |
European smartphone market in Q4 2025
| Supplier | 4Q2025 | 4Q2024 | Change year to year |
||
| Size supplies |
Participation in the market |
Size supplies |
Participation in the market |
||
| Apple | 13.4 million | 34% | 12.7 million | 33% | +6% |
| Samsung | 12.4 million | 31% | 11.2 million | 29% | +10% |
| Xiaomi | 5.5 million | 14% | 5.9 million | 15% | -7% |
| Motorola | 2.5 million | 6% | 2.2 million | 6% | +13% |
| Honor | 1.3 million | 3% | 1.0 million | 3% | +24% |
| Others | 4.7 million | 12% | 5.8 million | 14% | -17% |
| TOGETHER | 39.8 million | 100% | 38.8 million | 100% | +3% |
Prospects for the coming months
Analysts point to the dynamic growth of smaller players. Companies such as Vivo, Nothing and Fairphone recorded double-digit sales increases. This shows that there is room on the mature European market for manufacturers offering distinctive products.
The year 2026 may bring new challenges for the industry. Rising prices of components, including memory, may affect the pricing strategies of manufacturers. Europe remains a key market due to the large share of premium devices.
